Intelligent Insiders: c|net reports, via news.com and BusinessWeek, that chipmaker Intel is thinking of name branding a microprocessor for handheld computers: personal PCs powered by Microsoft Windows and personal digital assistants like Palm.

Intel has been very successful branding its products since its Intel Inside ® campaign made the company name a household brand, not just a high tech trade name. Intel's trademarks are a veritable lexicon of branding, including industry standard Pentium and Celeron processors for computers and Centrino chips for wireless notebooks.

Marketing experts anticipate that consumers will want to know the brand inside their more personal digital assistants, such as the new breed of smart phones and even smart wristwatches powered by Microsoft.

The next challenge for Intel might be to take on the current leader in sales to the portable device chip market, Motorola, in the race for the dominant brand of microprocessor for personal devices and household appliances. In the quest for top of mind and market share, once again, the holy grail may be branding. To date, Intel has only marketed these chips to portable device manufacturers and has not yet publicly committed to a campaign to gain consumer mindshare.

There are some indications that they're thinking seriously about a new product brand. It has been reported that Intel filed a trademark in mid 2002 for Iomir, noting that the name could be used with handheld computer and mobile telephone devices as well as a long list of other possible products. But, they're refusing to talk about their branding deliberations and preliminary consumer tests of possible names or to confirm any committment to a new product brand. I guess we'll all have to wait and see.

In the meantime, check out the Wordboard to see if the experts dip into our branding bowl for the best name for chips.